Tom Gudgeon

Cycling UK

As Head of Design, I led the strategic rebrand of Cycling UK whilst at elvis, creating a refreshed identity that repositioned the organisation as a modern, inclusive charity focused on healthier, greener communities through cycling. Built through extensive stakeholder collaboration and audience testing, the new brand system balanced Cycling UK’s 147-year heritage with a bold future vision — introducing a new logo, optimistic colour palette, and the “Ride With Us” platform to broaden appeal, challenge perceptions of cycling, and inspire more people to see cycling as part of everyday life.

01 Context

A new visual identity was needed for the UK’s top cycling charity, ensuring more people understand and appreciate its benefits – to create happier, healthier, and greener lives through cycling.

02 Challenge

To attract new audiences and bring a better understanding to the aims and objectives of the charity.

03 Solution

Close collaboration with the supporters, trustees and staff members helped craft a simple idea: A brighter future through cycling. The new logo combines a chain ring with a horizon line, symbolising a new dawn for cycling in the UK and the benefits it brings to everyone.

04 Credits

My Role:

Head of Design

Creative Direction:

Neale Horrigan